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Cognitive Biases with Richard Shotton

Would you trust a doctor who didn’t understand physiology? An engineer with no knowledge of physics? Given how obvious those answers seem, it’s surprising that so many companies trust marketers who don’t consider behavioral science.

Today’s guest, Richard Shotton, illustrated the absurdity of this fact with the above comparisons in his book, The Choice Factory, and he certainly has plenty of room to speak on the subject. After starting his career 17 years ago as a media planner and working on accounts such as Coke, 118 118, and comparethemarket.com, he now studies how findings from behavioral science can be applied to advertising.

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